Oral-B spent years developing a new kind of manual toothbrush that would produce a clinically significant benefit beyond any other brush. The resulting CrossAction was the first manual toothbrush newly designed to enhance brush performance. Instead of adding a flashy new feature, Oral-B developed a completely new design that was clinically proven to be more effective.

Understanding the uniqueness of this brush, Eis Design first set out to define the new premium performance category. It would need to set CrossAction apart from other brushes while preventing cannibalization of existing Oral-B shelf space. The challenge was to educate customers about a new premium performance category, while also proving to customers that the CrossAction was more effective than any other manual toothbrush. This was Oral-B’s largest product launch in history, and the brush campaign had to reach a wide target audience with a powerful and consistent message across all media.

Eis Design’s solution was to create a product brand that was considered a technological leap forward. To achieve this, all marketing efforts needed to establish CrossAction as the most technologically advanced product in its category. To give this message validity, it was essential to communicate that Oral-B was the brand more dentists use themselves and highlight the clinical benefits of the brush.

Our work was met with resounding success. As a direct result of our marketing campaign, the CrossAction brand product beat market purchase projections, and established a new category that competitors attempted to enter.